Ogdc 2013 mobile game trend in southeastasia

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Mobile Game Trend in Southeast Asia 20 July 2013

Transcript of Ogdc 2013 mobile game trend in southeastasia

Page 1: Ogdc 2013 mobile game trend in southeastasia

Mobile Game Trend in Southeast Asia

20 July 2013

Page 2: Ogdc 2013 mobile game trend in southeastasia

SEA Mobile Game

Market Overview & Trend

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1. SEA Market Outline

Population

12 times more than Korean population4 times more than Japanese population

2 times higher than Korea0.5 times of Japan

Japan130 mil

SEA 600 mil

South Korea 50 mil

GDP

※ Naver

SEA2.7 trn USD

Japan 5.5 trn USD

South Korea 1.2 trn USD

※ Naver

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2. Smartphone Penetration & Store Sales Scale

Smartphone penetration

SEA has 84 mil subscribers and still counting! Huge growth potential predicted although the cur-rent market size isn’t big

iOS/And Monthly Total Sales (Top 100)

※ Mar 2013, App Annie

South Ko-rea

42 mil USD

Japan 67 mil USD

SEA 7 mil USD

Japan Korea SEA0

10

20

30

40

50

60

70

80

90

78M Subs

32M Subs

84M Subs

ID

PH

TH

SG

VN

MY

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OS Penetration Feb 2013

3. SEA OS Share Growth Rate

OS Penetration Sep 2012

SG TH ID MY PH VN

50.3%

34.9%

2.1%12.5%

22.2%

49.4%

44.1%

46.0%

21.8%

61.6% 42.8%

16.4%

2.9%

12.6%

51.7%

18.0%

23.7%27.2%

0.9%4.6%

19.7%

6.6% 9.8% 6.9%

iOS Android SYMBIAN RIM others

And 38.78% > iOS 28.56% > SYM 22.68%

※ Feb 2013, Stat counter

SG TH ID MY PH VN

67.9%

19.5%

1.3%

14.9% 18.6%

34.6%

22.7%

21.1%

8.9%

28.0%18.4%

6.4%

4.7%

43.0%

53.6%

31.5%

43.8% 45.5%

0.8%4.4%

9.4%

1.6% 1.7% 0.7%

iOS Android SYMBIAN MICROSOFT RIM

※Sep 2012, Stat counter

SYM 36.9% > iOS 27.15% > And 16.38%

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App Store / Google Play DL Comparison (Top 100)

ID MY SG TH -

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

ID MY SG TH$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

Oct ‘12 Oct ‘12 Oct ‘12 Oct ‘12Feb‘13 Feb‘13 Feb‘13 Feb‘13

Oct ‘12

Feb‘13Oct ‘12

Feb‘13

Oct ‘12 Oct ‘12 Oct ‘12 Oct ‘12Feb‘13 Feb‘13 Feb‘13 Feb‘13

App Store / Google Play Grossing Comparison (Top 100)

122% 121%

107%

122%

148% 610%228%

184%142%136%

99%

165%

181%119%

127%

171%

Oct ‘12 Oct ‘12Feb ‘13 Feb ‘13iOS Android

Oct ‘12 Oct ‘12Feb ‘13 Feb ‘13iOS Android

※ Feb 2013, App Annie ※ Feb 2013, App Annie

5. App Store/Google Play DL/Sales Growth Rate (Oct 2012 vs Feb 2013)

iOS DL Growth Rate 136%Android DL Growth Rate 118%

iOS Sales Growth Rate 150%Android Growth Rate 293%

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iOS/Android Monthly Total Sales (Top 100)

6. Sales Growth

$2,265,887$2,570,289$2,763,425

$3,241,522

$3,879,495$3,664,457$3,839,393

$4,674,005

SEA Sales Penetration

Strong growth for iOS and Android

※ Mar 2013, App Annie

Sales ratio has been maintained for over half a year since SEA countries are growing to-

gether.

※ Mar 2013, App Annie

206% Growth

12.Aug 12.Sep 12.Oct 12.Nov 12.Dec 13.Jan 13.Feb 13.Mar

$408,184 $526,119 $544,393$725,989 $733,492

$1,151,948

$1,707,925

$2,135,403

523% Growth

ID13%

MY16%

SG40%

TH28%

PH2%

iOS +An-droid

$2,674K$3,096K $3,308K

$3,967K $4.613K$4,816K$5,547

K$6,809K

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7. Comparison of monthly sales for SEA Top 10 Titles (App Store)

Monthly Sales Forecast for Top 10 Grossing Titles in App Store

Seller Supercell Supercell Applibot Inc. Nordeus LLC® King.com Limited

Playtika LTD Mobage, Inc. Mobage, Inc.Phoenix Age, Inc.

Funzio, Inc.

Country Finland Finland Japan Serbia US Belarus Japan Japan US US

Genre Stg. Sim. SNG SNTCG Sports Sim. Puzzle Gamble SNRPG SNTCG SNRPG Stg. Sim.

NetworkNetwork Network Network Network Network Network Network Network Network Network

$369K

$247K

$166K

$78K $58K$26K $ 22K $ 18K

※ Nov 2012 ~ Jan 2013 (3 months average), App Annie

$138K

$78K

Clash of Clans generated more than USD 369K monthly average in SEA

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8. Comparison of monthly sales for SEA Top 10 Titles (Google Play)

Monthly Sales Forecast for Top 10 Grossing Titles in Google Play

Seller ® King.com Limited NHN Gamevil, Inc. Mobage, Inc. Mobage, Inc. Mobage, Inc. Playtika LTD Nordeus LLC Playtika LTD Mobage, Inc.

Country US Japan Korea Japan Japan Japan US Serbia Belarus Japan

Genre Puzzle Puzzle SNRPG SNTCG SNRPG SNTCG Gamble Sports Sim. Gamble SNTCG

NetworkNetwork Network Network Network Network Network Network Network Network Network

$ 37K

$ 25K

$ 16K

$ 7K $ 7K $ 5K $ 4K

$ 19K

$ 11K

$52K

Candy Crush Saga is the top selling app in Google Play for SEA region and it generates about SGD 52K monthly average.

This is only 1/7 of the sales generated by the top title in App Store.

※ Nov 2012 ~ Jan 2013 (3 months average), App Annie

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NHN SINGAPORE

Genre Analysis & Mobile Strategy

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All markets in Asia grew in similar steps…

Various Utility Apps after purchasing a smartphone for the first time

Easily accessible games such as Puz-zles and Casual Games

Middle – Core users seek & consume games that are similar to the ones they en-joyed on other plat-forms such as ARPG

Games that are static and suitable for smartphones such as SNG, SNRPG and STG Sim. Games.

Games that are opti-mized for smart-phones and possible for strategic playing with little amount of concentration such as SNRPG, SNTCG and Simulation Game

Wow! Smart-

phones are amazing!

Let’s down-load this &

that!

I know how to use the phone now,

Let’s play!!

I think I can play RPG & Shooting games too?!

ARPG…. My hand hurts. Let’s play simple games.

I want to play games that won’t interrupt with

my daily patternand challenging enough.

1. Smartphone Market Growth Pattern

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Game Penetration Genre Penetration

2. Analysis of Top 100 Grossing Titles - Genre Market Share

SG, MY : Developed MarketTH : Developing Market (High)

ID, PH, VN : Developing Market (Medium )

Core games have bigger market share in Devel-oped Markets

SG

TH

ID

MY

PH

VN

0% 20% 40% 60% 80% 100%

94%

82%

80%

92%

83%

61%

Game Non Game

SG

TH

ID

MY

PH

VN

0% 100%

Non Game

Non Game

Non Game

Non Game

Non Game

Non Game

SNRPG SNTCG STG SIM. Sports/Sports Sim.

Puzzle/Casual SNG Gamble ARPG/action

Shooting Racing Misc Non Game

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3. Analysis of Top 100 Grossing Titles

Genre Analysis Summary 

Top games are influenced by local cultures and gaming behaviours

SG TH MY ID PH VNMaturity of game market

100 60 80 30 20 10

Consumption tendency in the current stage

Core games such as SNRPG, SNTCG &Sim. Game

Casual games, LINE game & SNG

Cores games such as SNRPG, SNTCG, & Sim. game

Still in growth, but core games are consumed at the same time.LINE game is strong.

Still in growth, but core games exist at the same time.

Still in growth, but core games are consumed at the same time.

Top sales app(within TOP 10 )

- Clash of Clans - 雄霸天地 - Modern War- Top Eleven - Legend of the Cryptids - MARVEL War of Heroes

- Clash of Clans- Top Eleven - Hay Day- LINE POP - LINE Play - Candy Crush Saga - LINE Dragon Flight

- Clash of Clans - Hay Day - Top Eleven - 雄霸天地- 神仙道- Blood Brothers (RPG)

- Clash of Clans - LINE POP - LINE Play - Candy Crush Saga - Hay Day - Top Eleven

- Clash of Clans - Party in My DormA - Top Eleven - the Sims™ FreePlay- Poker by Zynga- MARVEL War of Heroes

- Clash of Clans - Modern War- Top Eleven - Hay Day - Texas Poker

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4. Fish Island

Fish Island is a casual action based RPG fishing game

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5. Fish Island Ranking in SEA (19 July 2013)

Rank 1 in 5 SEA countries for Sports. Top 50 in all SEA countries for Overall.

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6. Cross Promotions

LINE Official Accounts

More than 100K subscribers in less than 24 hours

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Vietnam

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1. The Growing Market

Vietnam

※ eMarketer※ TechInAsia

1. Internet user base has grown from 3.1 mil in 2003 to 31.2 mil in 2012

2. Substantial investment from government for infrastructure

3. In urban areas, up to 60 percent of city dwellers are on 3G

4. Facebook grew by 88% from Oct 2011 to Oct 2012

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2. The Growing Market

Vietnam

※ eMarketer※ TechInAsia

5. Mobile will be a key driver in broadening web access

6. In Vietnam’s six largest cities, TV watching fell from an average of 140 minutes in 2008 to 124 minutes in 2012

7. By contrast, time spent online climbed from 44 minutes per day to 84 minutes per day over the same period

8. The shift from TV to the web is most pronounced among 25 to 34 year old men

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Thank you.

Voon Jia LiangEmail: [email protected]

com